How brands are evolving and improving as content creators, an interview with Adorama

Camera company and store Adorama has been investing in it’s own original content. Its groundbreaking online docu-series, “Through the Lens,” takes viewers on a journey through the Great White North through the eyes of some of Canada’s breakthrough creatives in the photography world.

Found Remote interviewed Mary-Irene Marek, the director of content and social media for Adorama about the evolving relationship between brands and the original content they are making.

Found Remote: Why did Adorama launch YouTube content?
Mary-Irene Marek: Our vision for creating original content stems from the fact that as creators ourselves, we want to teach, inspire, and enable others in the photography, videography and audio industries to be the best content creators they can possibly be. We are part of the enormous community of content producers, and our ability to bring our original content to the masses has helped our brand credibility significantly.

FR: Why is OTT content important in general for marketers?

MIM: The ability to produce original content will become key for brands in 2018 and in the years to come. No one can speak the voice of the brand better than the brand themselves, and having the internal ability to create content at scale that is on message will allow brands to be competitive in any industry.

FR: What is your process for developing content from start to finish? How do you ensure all AdoramaTV productions are true to the Adorama brand as a whole?

MIM: We develop concepts for content series from idea to storyboard, to pilot and then full production. Our team lives and breathes the brand, so we are the best measure of what is on vs. off brand. Contributors to Adorama TV are hand selected by us, and have an inherent way of fitting in with the feeling of the brand while elevating it to new audiences.

FR: Where are the opportunities for brands – of any kind – to establish themselves as credible content creators?

MIM: The opportunities are endless. Brands should consider in-house production for inspirational, entertainment, and educational content.

FR: Why did Adorma launch? What is the mission? What was the original goal/mission of AdoramaTV and how has that evolved over the years?

MIM: The original mission of Adorama TV was to educate people on how to get the most out of their gear, and we continue to do that today. We have added to that mission, by motivating people to not be afraid of pursuing their dreams of photography or A/V production.

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